Kanzi apples hit peak sales months
Kanzi apples hit peak sales months
Late winter and spring have historically been the months when retailers experience a slow decline in apple category performance. However, new branded apples like Kanzi are providing incremental sales for retailers and proving that consumers are still actively shopping the category in search of new flavors.
Steve Lutz, vice president of marketing for Columbia Marketing International, cites Nielsen data showing that Kanzi sales peak in March and April.
“The sales data really underscores that there is a tremendous opportunity in March, April and May to maximize sales with apples like Kanzi,” Lutz said in a press release. “Retailers are adjusting allocations and promotions to include this unique variety, invigorating their apple category.”
Nielsen supermarket data reveal that last year in March over 2,500 supermarkets nationally added Kanzi to their apple rotation, with over 2,400 carrying Kanzi into April, according to Lutz.
“We’re seeing that wonderful new branded apples like Kanzi really bring the excitement of seasonality back to the apple category,” said Lutz. “At a time of year when the category is beginning to slow and consumers have seen the same products for several months, new items like Kanzi give apple lovers a reason to continue shopping the category.”
Lutz added that above-average pricing on apples like Kanzi drives larger transactions for retailers because Kanzi sells at a premium to the category average, meaning that consumers are typically spending more.
“When we get to spring, consumers tell us they are looking for fresh, intense flavors,” Robb Myers, vice president of sales and imports for CMI, added in the press release. “Kanzi has the most intense flavor of any apple. It’s absolutely remarkable.”
CMI anticipates an increase in Kanzi imports from New Zealand and Chile beginning in mid-May. Myers said CMI expects that imports will allow the company to extend the Kanzi season right through the summer months.
